Olaplex has signed Bridgerton actress Nicola Coughlan to star in its first campaign since unveiling its “bold” rebrand.
The ‘Designed to Defy’ campaign is described as a “cinematic celebration of the power of healthy hair” which focuses on the bond repair brand’s refreshed direction.
This updated identity, which includes doubling down on scalp care, aims to promote the brand’s core values through “vibrant new visuals” and “a dynamic digital presence”.
The new film is said to further amplify this vision, focusing on the philosophy behind Olaplex’s bond repair technology, which elevated it to cult status.
Coughlan features in the film alongside American media personality Jenna Lyons, and Olympian sprinter and hurdler Sydney McLaughlin-Levrone – “who all defy expectations in their respective industries,” read a statement from Olaplex.
It is a timely move for the hair care brand, which reported a 9.8% decline in fourth-quarter sales totalling US$100.7m.
This sales downturn came after the brand faced increased competition and legal challenges, including a class action lawsuit detailing hair loss.
Talking about ‘Designed to Defy’, Katie Gohman, CMO of Olaplex, said: "We wanted the campaign to embody what Olaplex has always enabled – the confidence you feel with a great hair day.
“We know that with a foundation of healthy hair, your styling possibilities are endless.
“We have been building a marketing engine that truly reflects this vision, and we are thrilled to see it come to life with both the pro and their client at the center.
“This is just the beginning of an exciting new chapter for Olaplex."
‘Designed to Defy’ shows all three stars “grounded in authentic moments” with their personal hair stylist, capturing the confidence that comes with a good hair day.
Hair stylists featured include Halley Brisker, Jenna Perry and Naeemah LaFond, who are all part of Olaplex’s professional stylist community and ambassador programme.
"When the industry said 'You can't do that with hair’, our patented bond-building technology gave professionals the power to transform hair and consumers the freedom to style without limits," said Amanda Baldwin, CEO of Olaplex.
“Olaplex pushed past those boundaries, proving there are no limits to what hair care can achieve.
“This campaign brings that fearless spirit to the forefront, reaffirming Olaplex as the brand that shows incredible style and healthy hair can coexist.”
To further amplify the campaign’s messaging, Olaplex is hosting a Bond House Pop-Up in New York, US.
“Attendees will step into the campaign's world” via a personalised experience aimed at enhancing confidence and hair health.
Guests will receive a digital hair analysis with expert stylists offering customised recommendations, before stepping into The Studio area for an “empowering” photo moment.
Olaplex partnered with creative agency Droga5, part of Accenture Song, on the development and launch of ‘Designed to Defy’.